India's skincare market reached ~$6.93B in 2023 and is expected to reach $10.31B by 2028.
The expansion can be attributed to increased disposable income, the growing trend of self-care among men, awareness around commonly used toxins in formulas which has created opportunities for clean, organic & vegan alternatives. The launch of aspirational global brands in India, has contributed to the growth- The Ordinary, cerave, and K-beauty brands like The Face Shop & LANEIGE.
+ Incumbents are getting involved via acquisitions & hashtag#funding . Nykaa secured a majority stake in Dot & Key Skincare & Earth Rhythm. ITC Limited acquired a stake in Mother Sparsh. Colgate-Palmolive Palmolive invested in Bombay Shaving Company, Emami Ltd has stake in The Man Company & Marico invested in Just Herbs.
+ In the recent past, later stage skincare brands have raised funding. Pilgrim secured $20M in funding from Vertex Ventures , Sunscoop's parent raised $7M from Amazon Sumbhav and others, while Nat Habit received $10.2M from Amazon India Fund and Fireside Ventures.
+ Celebrities are launching their own brands, like Kareena Kapoor & Sugar cosmetic’s K-beauty brand Quench. Deepika Padukone’s 82°E . Manish Malhotra's and MyGlamm's skincare & beauty line.
+ Minimalist & other efficacy based skincare brands excel in top-of-the-funnel marketing. Consumers are leveraging UGC & dermatologist opinions & developing awareness. Sampling platforms like Smytten bridge the gap, fostering trust between consumers and brands, emphasizing the need for products to deliver results.
+ The surge of fresh-skincare is capitalizing on existing consumer habits of DIY skincare. Brands like Nathabit and Mamaearth are riding this trend.
Clean & organic beauty dominated the past 3-5 years, but now efficacy-focused skincare brands take the lead- Cetaphil, CeraVe, The Minimalist, The Ordinary.
+ Pigmentation concerns have led to a surge in the popularity of skin-lightening ingredients like Kojic Acid. In the last 12 months, searches for KA-based products have risen by 82% with a 15% increase in the number of KA products on Nykaa.
+ Barrier control and sunscreen with the right consistency, are other key wants of consumers. Hence the Hyalurons & ceramides are here to stay.
While the Korean skincare is saturated, new ingredients are emerging within the segment- rice water & snail mucin.